Barriers Analysis on Consumer Usage Intention of Freelance Marketplace in Indonesia
Keywords:
freelance marketplace, freelancer, barrier, usage intention, social influence
Abstract
Past studies have shown that the informal sector, including freelancers, contributes significantly towards Indonesia’s rate of employment by providing economic opportunities to those who cannot be absorbed by the formal sectors. Seizing this opportunity, many businesses are tapping into providing freelancers a place to sell and market their services online, commonly known as freelance marketplace. Yet the penetration of these platforms is still low in Indonesia. While the supply is high, Indonesian consumers still have doubts to use these marketplaces as their go-to platform when searching for freelancers. Thus, this study aims to investigate factors that impede consumers intention to use freelance marketplace in Indonesia, based on the framework of Innovation Resistance Theory (IRT). The data was collected from 370 respondents through online questionnaires, analyzed using Smart PLS software, and interviews, deciphered using selective coding. The results suggest that usage barrier, value barrier, tradition barrier, and image barrier negatively influence consumers’ usage intention of freelance marketplace, all except for risk barrier. Additionally, social influence also has a significant effect on value barrier and image barrier. These findings can be useful to construct business strategies for online freelance service providers, by focusing to eliminate the critical barriers mentioned in this study.
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References
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Constantinides, E. (2004). Influencing the online consumer’s behavior: The Web experience. Internet Research, 14(2), 111–126. https://doi.org/10.1108/10662240410530835
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, XVIII(February), 39–50.
Henson, R. K. (2001). Understanding internal consistency reliability estimates: A conceptual primer on coefficient alpha. Measurement and Evaluation in Counseling and Development, 34(3), 177–189. https://doi.org/10.1080/07481756.2002.12069034
Jansukpum, K., & Kettem, S. (2016). Applying innovation resistance theory to understand consumer resistance of using online travel in Thailand. Proceedings - 14th International Symposium on Distributed Computing and Applications for Business, Engineering and Science, DCABES 2015, 139–142. https://doi.org/10.1109/DCABES.2015.42
Joachim, V., Spieth, P., & Heidenreich, S. (2018). Active innovation resistance: An empirical study on functional and psychological barriers to innovation adoption in different contexts. Industrial Marketing Management, 71(March), 95–107. https://doi.org/10.1016/j.indmarman.2017.12.011
Kim, H. bumm, Kim, T. (Terry), & Shin, S. W. (2009). Modeling roles of subjective norms and eTrust in customers’ acceptance of airline B2C eCommerce websites. Tourism Management, 30(2), 266–277. https://doi.org/10.1016/j.tourman.2008.07.001
Laukkanen, T., Sinkkonen, S., Kivijärvi, M., & Laukkanen, P. (2007). Innovation resistance among mature consumers. Journal of Consumer Marketing, 24(7), 419–427. https://doi.org/10.1108/07363760710834834
Lee, S. (2013). An integrated adoption model for e-books in a mobile environment: Evidence from South Korea. Telematics and Informatics, 30(2), 165–176. https://doi.org/10.1016/j.tele.2012.01.006
Lian, J. W., & Yen, D. C. (2013). To buy or not to buy experience goods online: Perspective of innovation adoption barriers. Computers in Human Behavior, 29(3), 665–672. https://doi.org/10.1016/j.chb.2012.10.009
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Marett, K., Pearson, A. W., Pearson, R. A., & Bergiel, E. (2015). Using mobile devices in a high risk context: The role of risk and trust in an exploratory study in Afghanistan. Technology in Society, 41, 54–64. https://doi.org/10.1016/j.techsoc.2014.11.002
Moorthy, K., Suet Ling, C., Weng Fatt, Y., Mun Yee, C., Ket Yin, E. C., Sin Yee, K., & Kok Wei, L. (2017). Barriers of mobile commerce adoption intention: Perceptions of generation X in Malaysia. Journal of Theoretical and Applied Electronic Commerce Research, 12(2), 37–53. https://doi.org/10.4067/S0718-18762017000200004
N. Rammile. (2012). Understanding resistance to cell phone banking adoption through the application of the technology acceptance model (TAM). African Journal of Business Management, 6(1), 86–97. https://doi.org/10.5897/ajbm11.635
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19(C), 123–205. https://doi.org/10.1016/S0065-2601(08)60214-2
Rahman, S. ur, Khan, M. A., & Iqbal, N. (2018). Motivations and barriers to purchasing online: understanding consumer responses. South Asian Journal of Business Studies, 7(1), 111–128. https://doi.org/10.1108/SAJBS-11-2016-0088
Ram, S., & Sheth, J. (1989). Consumer resistance to innovations: The marketing problem and its solutions. Journal of Consumer Marketing, 6(2), 5–14.
Rothenberg, A. D., Gaduh, A., Burger, N. E., Chazali, C., Tjandraningsih, I., Radikun, R., Sutera, C., & Weilant, S. (2016). Rethinking Indonesia’s Informal Sector. World Development, 80, 96–113. https://doi.org/10.1016/j.worlddev.2015.11.005
Szmigin, I., & Foxall, G. (1998). Three forms of innovation resistance: The case of retail payment methods. Technovation, 18(6–7), 459–468. https://doi.org/10.1016/S0166-4972(98)00030-3
Talwar, S., Dhir, A., Kaur, P., & Mäntymäki, M. (2020). Barriers toward purchasing from online travel agencies. International Journal of Hospitality Management, 89(June 2019), 102593. https://doi.org/10.1016/j.ijhm.2020.102593
Urbach, N., & Ahlemann, F. (2010). Structural Equation Modeling in Information Systems Research Using Partial Least Squares. International Conference on Information Systems, ICIS 2012, 1(January 2010), 420–432.
Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186–204. https://www.jstor.org/stable/pdf/2634758.pdf
Wong, K. K. K.-K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1–32. http://marketing-bulletin.massey.ac.nz/v24/mb_v24_t1_wong.pdf%5Cnhttp://www.researchgate.net/profile/Ken_Wong10/publication/268449353_Partial_Least_Squares_Structural_Equation_Modeling_(PLS-SEM)_Techniques_Using_SmartPLS/links/54773b1b0cf293e2da25e3f3.pdf
